LEGO launches new ‘Adults Welcome’ adverts

The LEGO Group is continuing to declare that adults are welcome to indulge in their bricks with a new range of adverts promoting the sets.

Towards the end of September, a series of videos started to feature on the LEGO Group’s official social media channels that advertised the LEGO for Adults sets, from plastic flora in the Botanical Collection to brick-built Adidas Originals Superstars.

A total of three short clips have been uploaded so far, each showcasing an adult struggling with the trials of daily life but finding a moment of calm in building one of the LEGO for Adults models. Featured sets include 10280 Flower Bouquet, 42125 Ferrari 488 GTE AF CORSE #51 and 10282 Adidas Originals Superstar.

Whilst these adverts present a shift from the LEGO Group’s previous marketing efforts towards a primarily younger audience, it demonstrates the company’s commitment to older generations, with the LEGO for Adults theme now having a dedicated section of and even recent catalogues.

The videos also potentially lean into the nostalgic factor that adults may be familiar with, as the second of the three clips features a suspended train system that may be a reference to the LEGO Group’s monorail sets from the 1980s.

Either way, LEGO for Adults continues to expand with new sets, including one of the newest, and biggest builds of all time in 10294 Titanic – launching on November 8 with a total of 9,090 pieces.

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